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NIKE+ FUELSTATION: NIKE WITH NEW RETAIL CONCEPT

by Emma Holmqvist Deacon — March 15, 2012

Last week, Nike unveiled a new retail concept in London - the Nike+ FuelStation. Located in the basement of the much buzzed about pop-up mall, Boxpark, Nike’s latest retail concept is based around high tech solutions targeted to the digitally inclined athlete of today. In-store innovations include ‘Digital mannequins’- i.e. motion sensitive intelligent mirrors that display film footage of runners clad in products from the store; and augmented reality tools demonstrating product technologies in an animated manner also feature. Another notable element is the Nike+ FuelBand interactive experience that has been created in conjunction with AKQA- a collaborative inventions that functions as a motion sensitive installation allowing consumers to view a life-size, digital reflection that reacts to movement.

“Nike is changing the face of retail with the opening of Nike+ FuelStation at Boxpark. Nike+ products and services have merged the physical and digital worlds to help inspire and enable athletes of all levels to be the best they can be. Now we’re taking this approach one step further by combining innovative products with digital services and interactive multimedia experiences to create a state-of-the-art retail environment,” said Andy Walker, Global Creative Director, Nike.

Nike’s latest retail concept is based around high tech solutions targeted to the digitally inclined athlete of today.